Jaffa Cakes’ most recent OOH campaign has proven to be a success, with the creative effectiveness platform System1 labelling it ‘the most effective OOH ad’. Providing ads with a Star Rating between 1 and 5.9 based on long-term brand-building potential, System1 reports that ‘We’re a cake! You Biscuit’ and ‘Clue’s on the Box’ have scored 5 and 4.9 stars respectively.
According to System1, the comedic campaign has received the highest scores yet for ‘long-term commercial effectiveness’ in OOH advertising, performing 44% better than average outdoor campaigns. Global Street Art’s mural in Stockport also achieved impressive scores, receiving 5.1 stars in Stockport and 4.7 among a nationally representative sample.
Adam Woolf, Marketing Director at McVitie’s, said in a press release: ‘This campaign is particularly special to us as it taps into Jaffa’s distinctive heritage of boldness and boundary-pushing, while staying true to its classic British humour roots. We are delighted to see that the light-hearted nature of the campaign is bringing fun and enjoyment to people, with the provocative stance on the cake vs. biscuit debate.’
While outdoor ads generally attract a 2-second brand recall of 44%, Jaffa’s OOH campaign scored double the average, achieving a 2-second brand recall of 88%. This makes the OOH campaign as effective as TV ads.
Andrew Tindall, Senior Vice President Global Partnerships at System1, also commented: ‘A first-class example of how to build brand on one of the last standing truly broad-reach mediums, out of home. Playing off a long-standing idea that’s come from the consumer in a simple, emotional and visual way. Impressive.’
Featured image: Jaffa Cakes
